Sigma Pop-Up Store

Radically simple but deceptively powerful, the Sigma BF is an ode to precision craftsmanship and intuitive design, meticulously engineered for creatives who demand excellence not only in image quality, but in how their tools feel and function. From 13–22 September, Sigma invites you to experience the BF at its dedicated pop-up store in Bloomsbury, just a few steps from the British Museum. Combining a powerful internal spec with a refreshingly minimal external design, the BF has already become one of the most iconic and talked-about cameras of the decade. Since its announcement in February, it has won Best Camera in the Monocle Design Awards 2025, where it was praised for delivering ‘a combination of austere beauty, technical prowess and ease of use’, and Best Full Frame Professional Camera at the TIPA World Awards 2025. Designed and built entirely at Sigma’s sole factory in Aizu, Japan, the BF exemplifies the brand’s obsessive commitment to precision and craftsmanship. The sleek metal body is cut from a single aluminium ingot, a process that takes over seven hours to complete. Only a small number of cameras are produced each day, ensuring the highest level of quality control. The camera is available in black and silver, with a matching set of nine compact, all-metal prime lenses offered in both finishes. All of Sigma’s other L-Mount prime and zoom lenses – some 30 optics – are also fully compatible. Sigma’s team will be on hand throughout the 10-day event to offer advice, demonstrate lenses, and help visitors find the right equipment for their photographic style. Sigma will also host a series of free photo walks led by professional photographers, starting and ending at the store. BF cameras will be available to use on these walks (subject to availability), and there will be lots of advice on how to craft more visually expressive and eye-catching photographs. A full schedule of these sessions can be found at sigmauk.com/popup. No booking is required but places are limited and available on a first-come-first-served basis. Created for visual thinkers, the Sigma BF balances clean design and instinctive handling with outstanding image quality owing to its powerful full-frame sensor. This pop-up event is an opportunity to get hands-on with one of the most beautifully engineered cameras on the market, as well as Sigma’s matching range of high-performance optics that are trusted by professional photographers, filmmakers and creatives around the world. Sigma Pop-Up Store 13–22 September 2025 33 Museum Street, London WC1A 1LY Open daily, 10am–5pm Free entry